Media kit contents: what UK influencers must include

What to take away

Build the file in a fixed order

Brands skim. A marketing manager opens the PDF, looks for identity, reach and price, and closes it if the first page lacks them. A fixed order removes that risk.

New to this? The walkthrough on how to create an influencer media kit for UK brand deals uses the same running order with worked examples.

That is a ceiling, not a target. Cut any section you cannot fill with a dated figure or a plain commercial term.

Give a limited company its registered identity

A creator trading through a limited company should put the registered name and company number near the header. Brand finance teams often check both before raising a purchase order.

The Companies House register is free to search, so there is no commercial reason to withhold the number. Sole traders have none to give. Say that plainly and offer a business address and, if registered, a VAT number.

Keep a home address off the kit if you want it private, and use a service address on the register.

Match disclosure wording to the CAP Code

The CAP Code applies to ads UK audiences see, wherever the creator is based. The advertising codes require a label that is obvious before a viewer taps to read more, not one buried at the end of a caption.

Put one line in the kit: paid partnership with the brand, approved before publication, labelled in the caption and the first frame.

Some briefs ask for wording that hides the commercial relationship. Treat that as a warning sign and keep a note of the request.

Source every audience figure

A follower count without a date is a claim, not data. Export the numbers from platform insights on the same day each month and print that date beside every figure.

Age bands and city splits come from the same insights panel, which estimates rather than counts. Say so in a footnote, because a mismatch found later casts doubt on the rest of the kit.

Never combine figures pulled on different dates into one snapshot. A comparison across months says nothing useful about reach or audience.

Handle audience data with care

Screenshots of comments, direct messages or a community group can contain personal data about other people. The UK GDPR guidance sets out what counts as personal data and how long you may keep it.

Blurring a name is not always enough, because the comment text can identify someone. Ask before you publish a quote and note when the original was deleted.

Price the kit in pounds

Show a range rather than one number, and state whether the figure includes VAT. A rate card template for influencers that keeps VAT status, usage window and payment days visible saves a round of emails.

Exclusivity costs money. If a brand wants a period of no competitor work, that window should carry its own line rather than disappear into a day rate.

Compare the sections at a glance

Common questions

What should a UK media kit include first?

Identity and audience. Brands want to know who you are and who watches before they read a price.

Do I need a Companies House number in my media kit?

Only if you trade through a limited company. Sole traders give a trading name and business address instead.

How should paid partnerships be labelled in a media kit?

With a short sentence that matches the CAP Code, plus a note that the published post will carry the same label.

Can I include screenshots from my analytics?

Yes, if you crop anything that identifies a person and give the date the screenshot was taken.